Vizio, the second largest TV manufacturer in the US, is developing a new industry standard that will allow smart TVs to serve targeted ads, reports Reuters. The manufacturer has partnered with nine other media and advertising companies to create Project OAR, a new consortium that is developing the standard. Vizio says that it intends to use the technology in its forthcoming TVs.

Currently, the lack of cookies on TVs means that it’s harder for advertisers to target ads based on a household’s interests. Project OAR wants to change this by creating a single open standard that every TV manufacturer is free to use. Profit margins on TVs are infamously razor-thin, and better ads could be a boon to manufacturers.

It might be a “smart TV” but any manufacturer who did this would be stupid.